Media Firm Testing Infomercials Online

Is this what we meant by convergence? Encino-based National Media Corp., the world’s largest publicly held infomercial company, is beta-testing cybercasts of its 30-minute promotional TV shows.

The three continuous cybercasts, which began earlier this month, are a prelude to a program of 10 channels of infomercials, including five channels of live video streams, which could include pay-per-view programming from motivational speakers, said National Media Chief Executive Stephen Lehman.

This weekend, the company also plans to launch an online shopping club, Everything4Less, and promote it through its infomercials. The company spends more than $100 million a year purchasing television time, broadcasting 2,000 infomercials a week.